Skip navigation

2 years ago, Alcatel-Lucent Enterprise defined a new strategy call Vision 2020 aiming to position the company as an impactful B2B IT player in Industries such as Education, Transportation, Healthcare, Hospitality, and Local Government. The marketing team was reorganized around  Vertical program including the design of contents and the definition of Demand Gen Programs. Meanwhile the sales organization had a strong target to address new logos.

While many marketers believe that Inbound and Outbound are two different approaches we believed that it made for the sense to work into a single and consistent stream integrating Contents Syndication, retargeting and Outbound integration.

The marketing stack we are using is ELOQUA for marketing automation, Sitecore as CMS, Salesforce as CRM, Sales Navigator as sale support synced with ELOQUA and Salesforce and LinkedIn insights and Facebook pixel for targeting and Leadforensic when and where regulation authorized to use it.

 

The phase I of the operation was to build the list of accounts to build our ABM Strategy we wanted to target with Sales Leaders. Then we mapped the contents we built with the account list and worked with an agency to start the Cost Per Lead program based on Intent data mechanism and account mapping to make sure that our prospects will be in contact with our contents.

 

The phase II was to integrate the leads from the publisher and to integrate them into a specific nurturing stream. One of the major benefits of Oracle Eloqua is that rather than requiring an ABM module or add-on to the core solution, the capabilities to work with an ABM strategy are built natively within the tool.

 

 

 

The leads were integrated into ELOQUA by using Converter application and then we used the external activity ELOQUA module providing records of outbound and inbound activity data that are not natively tracked by the platform. Oracle Eloqua will automatically track certain activity that it manages, including email sends, email opens, email click-throughs, form submissions website visits. External Activities show up in Profiler.

abm1.png

 

Then we build the workflow to discriminate the leads depending on their languages (English, German and French), the topic of the contents they consumed and the stage of the buying cycle to enter them into existing Outbound campaigns linked to Mobility, IoT and Cloud for vertical. They were redirected to 8 Outbound campaign.

To elaborate this campaign we used the Oracle ELOQUA B2B Modules and the Oracle ELOQUA AppClouds.

ABM2.png

 

 

What we learned during this campaign is really how to build a bridge between CPL and Outbound initiative leveraging multiple skillsets.

As per the results we had 2000 leads on CPL and we converted 30% in opportunity. The click rate and open rate doubled compared to industry benchmark as we used a specific targeted approach.

 

ABM3.png

One of the clients I work for has been using Shared Lists as an exclusion method for their campaigns for a while now.

They add contacts to a list as a ring-fence and remove them after a period of 1,3,6 months.

 

They wanted to automate the process of adding and removing of contacts to Shared Lists.

They also wanted to track which contacts were added to which lists for reporting purposes.

 

After reviewing their request, I came up with an automated solution which has been documented below.

 

The solution addresses the following requirements:

  1. Allow contacts to be added to an exclusion pot
  2. Timestamp exclusions to allow length of exclusion to be defined within segmentation
  3. A historical view of which contacts were in the exclusion pot.

 

The solution utilises the following Eloqua Assets:

  1. Campaign Canvas
  2. Form Submit (Cloud App)
  3. Segments
  4. Shared Filters
  5. Forms
  6. Custom Data Objects (CDO)

 

 

SOLUTION SUMMARY

 

Using the above mentioned assets, a campaign was be created on the campaign canvas.

Based on the criteria for exclusion, contacts were added to a "Form Submit" step which stored contacts into a CDO.

 

New Shared Filters were created to query the CDO and identify customers who had been excluded.

The Shared Filter could then be added to a segment as an exclusion to remove contacts for a period of 1, 3 or 6 months as desired.

 

STEP 1 - Eloqua Form

 

Created a basic form to capture the email address and a ringfence reason field. This allowed marketers to specify a description of why someone is being excluded.

E.g: They might want to flag anyone who has entered a nurture campaign in the last three months and exclude them from offer emails.

 

Within the processing steps, a CDO was linked to store the information that will be captured on the form.

The CDO has three fields; email address, ringfence reason and a date field to capture when the record is stored.

 

The important element in the configuration is to ensure the email address is NOT used as the key field.

This will allow the contact to exist within the exclusion CDO for multiple ringfence reasons.

Example:

A date stamp is applied to the date field to store when records are captured.

 

 

 

 

STEP 2 - Storing Excluded Contacts into Custom Object

 

On the campaign canvas, a Form Submit step is added to allow contacts to be pushed from the campaign, via a form and into a CDO.

 

The configuration can be done as a one off setup and will sit within your campaign.

As seem below, the ringfence reason is being defined as a static variable.

 

Depending the business requirements, the "ringfence reason" could be written to a contact field at the point of exclusion using a Contact Washing Machine and later nullified using an update rule.

 

When the campaign canvas is activated, the excluded contacts are pushed into the CDO with their email address, ringfence reason and a date stamp of when that record was captured.

 

 

STEP 3 - Applying Exclusions to Segmentation

 

After records have been placed within the CDO, exclusion filters can then be created for the different periods needed

 

Based on your requirements, this could be done in two ways

  1. Exclude anyone in the CDO with a date stamp in the last 6 months
  2. Exclude anyone in the CDO with a date stamp in the last 6 months and also has a ringfence reason of "Luminary"

 

NB:The powerful thing about creating segmentation this way is; after the 6 month period, the exclusion

will evaluate to false so anyone who was previously excluded will fall back into your target segment.

 

You can create multiple filters for different activities

 

  • Welcome Ringfence - 1 Month
  • Welcome Ringfence - 3 Month

 

You can also enhance your segmentation by combining multiple ringfence reasons

E.g: Exclude anyone who has had a welcome email and has also had a newsletter in the last 2 months.

This segmentation can be applied using AND and OR operators to really extended your campaign targeting.

 

The exclusion can now be added to any segment and will allow you to identify how many customers are being excluded based on your criteria.

 

Conclusion

 

The ask for automating the ringfence was initially geared towards ad-hoc marketing activities like up-selling, cross selling and offer based campaigns.

Since going live a few months ago, there has been a demand to roll this out across all trigger based campaign activities like welcome, nurture, retention etc.

 

The data held within is the CDO is not only being used for exclusion but marketeers are coming up with new campaign activities and using the data for customer targeting.

A recent activity was an offer campaign targeting ex-customers(contact level information) who were sent  a retention communication(cdo information) before they expired but have still not renewed their subscription.

 

Having the data all in one place makes it easier to segment instead of looking for the campaign and email names used for the retention communication.

This way, you could have 4 different retention campaigns and your target segment could only refer to "Retention" in the CDO

 

 

Final Note

 

Oracle recommends a CDO limit of 5 million records so to ensure the data is managed, I recommend using a program canvas to automatically delete records older than a certain point.

The CDO data can also been backed up into your data warehouse for future insight and reporting.

Please ensure you are abiding by any data retention policies your business is bound by.

 

Hope you find this useful.

 

 

References

Oracle Eloqua: Fundamentals of Segmentation

Oracle Eloqua: Fundamentals of the Campaign Canvas

Oracle Eloqua: Fundamentals of Forms and Landing Pages

Oracle Eloqua: Program Canvas

Expert Applied Learning Series

The marketing challenge:

 

I have been working on the company Customer Thought Leadership Event that had a lot of visibility due to company leadership team attending it in Oxford, UK this year. The event target set for the customer event was 50 MQLs and prospect attendees from the Key Target Accounts. I knew that hitting this number or higher would considered to be success.  At the end of the campaign, we have achieved 80 MQLs and 8 marketing influenced opportunities.

 

The campaign steps and things we have done differently:

 

Advanced Segmentation: Focusing on the key Targeted Accounts and levering the Account Attributes segmentation available in Eloqua. We knew that the event content will be relevant to technical and business audience, so we have used the job function, job title and job level fields to invite these relevant audiences and our key personas for the UK and Ireland since the event took place in Oxford, UK. In addition to this, we have used event and behavioral specific segmentation to invite the folks who have attended the event within the last 3 years to increase the likelihood of hitting the event attendance goals and generating MQLs.

 

Campaign Tactics:

 

We have set the 5 email touch campaign that included the key touches such as save-the-date, email invites and Thank you and Missed you email.  Our campaign included the marketing segment that was pushed through SFDC via the Sales Campaign Association app to the campaign in SFDC for the sales guys to add and remove campaign members. This way the sales reps have added the valuable contacts as well.  After each email invite, we have used Eloqua External activity loops to register the external activities ( registration touches in SFDC) and the evaluation steps in Eloqua to check if people have registered to the event or not to make sure we only email to the people who have not registered to the event before. We followed email best practices to improve the email engagement rates and form submissions – such as CTA above the fold, short and concise emails that looks good on the mobile, personalization with the field merge in the email copy and subject line. We have set up a beautiful multi-tab landing page in Eloqua where we promoted our compelling event content. The campaign canvas example. Please note that the campaign sensitive data has been hidden:

 

Eloqua+Campaign.jpg

 

The Eloqua courses that have helped me to improve my knowledge in Eloqua and have contributed to the campaign success are as follows:

Eloqua Luminary Profile & Target, Engage & Enrich courses.

 

All the stakeholders involved have been very pleased with the campaign results and event success.

CHALLENGE:

Being a higher education institution, our challenge was to streamline the orientation process for online students. As the orientation process is run by the call center for online students, connection rates and orientation have been a challenge historically. Our role was to create an automated process that reduces time spent on orientation while increasing the number of people that attend orientation.

 

Note: at the time this campaign and process were set up, the zoom integration was not live. We are currently exploring this as an option to further optimize the campaign.

 

GOALS:

  • Utilize Eloqua to send out orientation registration links
  • Automate the orientation process (thank you emails, reminder emails, etc.)
  • Retain orientation information that the call center can use to communicate to students and help them keep track of where each student is in the process in order to make data-driven decisions on their outreach campaigns.
  • Increase orientation attendance and connection
  • Going from a one-to-one orientation connection to a session-based orientation multiple times a week.

 

CAMPAIGN IMPLEMENTATION:

In meeting with the teams that run our online orientation process, I gathered their requirements in running the orientation and began to create a plan. Once this was complete, we decided that it was best in our situation to create two campaigns, 4 reports that we automated with agents, and two update programs to keep the reports accurate in case of anomalies. Some of these steps were added after the initial launch. As we began to run the process, we noticed gaps in our process and adjusted our strategy.

  1. The first campaign.

The first campaign we created was simple. Create a space where we can send an introductory email to each student based on their assigned assistant (call center rep). Despite having multiple similar emails, we did not use dynamic content in this situation. Each student receives an email from their assigned call center rep.

 

     2. The second campaign.

This campaign proved to be the biggest challenge. Its purpose is to send a reminder email, use decision steps to filter out records and place them into the 4 different reports, send notifications for upcoming orientations, and thank you emails. In hindsight, some of these may be split into different campaigns with their own specified purpose. Through trial and error, we ended up with many adjustments to this campaign that make it seem visually complicated.

 

Online_Orientation_Schedule.jpg

 

     3. Reports

From the requirements gathering, it was determined that we need 4 primary reports to run this effectively. An “unresponsive” report, an “attended” report, a “no-show” report, and a “registered” report.

  • Unresponsive: Those who have not clicked or opened any of the content. The list will be used for further call campaigns in attempts to reach students.
  • Attended: Keeps track of all who attended.
  • No-Show: Those who attended but did not attend an online orientation for various reasons. Members will be called/emailed by a call rep. to attempt to reschedule their orientation.
  • Registered: The registration list sends daily and contains records that have an orientation scheduled within 1 week of the current date. This will give everyone a status on what and who to expect in each orientation. This report contains the time and date of each student's registration.
  • Lastly, we created a monthly report that these four primary reports feed into.

 

     4. Programs

After some trial and error, we noticed that some people that have waited too long to register were placed on the “unresponsive” report prior to their registration. This meant that people can potentially miss important notification emails as well as that our reporting would be inaccurate. To remedy this, we created two programs: an “unresponsive shared list removal” and a “no show shared list removal” program.

  • Unresponsive Program: Based on the unresponsive list that is created by the second campaign, this program checks the list through decision steps to identify if there are people that have been placed on the unresponsive list that have a status of “attended” in the Custom Object that contains the registration information. If the criteria is met, the record is removed from the unresponsive list and placed on the “attended” list.
  • No Show Program: Based on the no show list, this program checks for people who have been labeled as “registered” in the Custom Object that contains the registration information that has a future orientation date. (i.e. a no show is considered someone who is registered yet has a past orientation date, indicating that they missed their scheduled orientation). If the criteria is met, the records are removed from the no show list and placed on the appropriate list.

Through this, we can ensure that our call center reps have up-to-date information and the monthly report is accurate.

Screenshot_3.jpg

 

IMPACT ON BUSINESS:

Through the creation of this campaign and process, through many updates and lessons learned, we have been able to run the orientation process for our online students more efficiently and effectively than we have previously. One of the biggest effects of this is the vast amount of time that we saved the call center reps by creating an automated batch orientation process rather than a one-to-one call. Not only did we reduce the amount of time spent on orientation, but also the number of people required to run the orientation. In addition to this, we can now more accurately report on the performance of our online orientation.

In this article, we will explore ways to use Eloqua web data lookup to get more from your marketing cloud, e.g. Google Marketing Cloud.

First of all if you haven't used web data lookup before, it is an easy way to use client side JavaScript APIs to retrieve information from Eloqua about a website visitor in real time! Key information types that can be retrieved are contact fields, visitor profile fields, custom data record fields, email group membership, etc. To start using web data lookup, please read these articles: Creating web data lookup, Using web data lookup, Web data lookup examples.

 

Now after this quick intro to web data lookup, let's explore the use of web data lookup beyond form pre-population and web page personalization. Today's web analytics tools such as Google Analytics & Adobe Analytics provides powerful data visualizations but sometimes limited visitor data available. Our marketers would wish these web analytics tools has more information about these visitors like Eloqua fields from "contact (e.g. Industry)"/"visitor profile (e.g. Company)"/"custom data (e.g. lead source)" records. Using Google Analytics (GA) as an example, this is how you can do it with the following steps:

  1. Setup web data lookup and add the JavaScript code to web pages. Please also make sure that Google Analytics analytics.js is installed on these web pages.
  2. Create desired custom dimensions on GA to store data value that you will be retrieving from Eloqua in the next step.
  3. Use the web data lookup JavaScript API calls to retrieve "data value" of desired Eloqua fields, after the web page finishes loading for a visitor.
  4. Use the ga("set", ..., "data value") function in GA analytics.js on the web page to send "data value" as value of custom dimension to GA.

 

With these Eloqua field data stored as custom dimensions in Google Analytics, you can now run Google Analytics report to answer questions like:

  • Visitors from which industry has the highest/lowest eCommerce/goal conversion rate?
  • How many page views & users from targeted companies?
  • Do visitors from different industries/companies/job roles shows different behavior flows on your website?

 

In addition to the above, you can also create Audiences in GA using these custom dimensions. For example, you can define audience in GA by combining data from Eloqua (e.g. industry) via web data lookup with standard GA fields (e.g. source/medium/visitor type). You can then publish these new audiences to your Google Ads account to target visitors more precisely via customized ad copies & keywords, all thanks to these additional data from Eloqua web data lookup!

Tracking CTAs Click Activity within Landing Pages

 

Challenge:

By default, when gathering data for reporting on a Landing Page, it only tracks overall details of the page. When it comes down to the items/URLs found within that Landing page, there is a limitation to track any data activity generated from that traffic; this Blind For Fix will capture that missing data.

 

Goals:

To track additional activity data within the Eloqua’s Landing pages for a more effective and detailed report.

 

Process:

To gather the activity data of any URL found within the Landing Page, the URL(s) must be ‘redirect’ through a blind form in order to capture it. Here are the steps in order to solve this.

 

Documentation:

The most basic approach using the “Blind Form” fix is to provide accurate data of the clickthrough per email address and the date stamp for each click it receives.

 

Impact:

Having this ready, it’s a matter of relating to your campaign tactics and business goals in order to hand-tailor the values and metrics you need for a more robust data gathering and reporting stats.

 

Steps:

 

1. Creating the Blind Form:

Go to >Forms>Create New Form > Blank Form  

Add the specific campaign name and then make sure the HTML Name is the same as a best practice.

Define the fields from the Landing Page that you want to track down and then proceed to create a hidden field for each of them.

Click on Custom Fields, the floating window will show the available objects; drag and drop a hidden field.

 

Rename the hidden field(s) accordingly.

Make sure the Field Label (Display Name) matches the HTML Name (Advanced Settings).

Under the Field Validation and set the Maximum # of valid characters to be 100 at least and the Minimum at 2.

 

 

Go>to PROCESSING screen. (Upper right corner of the screen)

On the left hand-side of the screen click on the + and select: Redirect to Webpage

Click on the Conditionally icon (Processing Steps Executes…)

 

 

Make sure the name matches the URL on your Landing Page so it will be easily located when creating the report.

Next,  select the “Send to an External URL” and copy the URL you want to track.

 

 

As a best practice make sure you grab the Tracked link from the Components screen

 

 

Go>to Action> View Form HTML…

 

 

2. Creating the BLIND FORM tracking URL:

To construct the tracking URL, you must find the details listed below.

They can be found under the menu >Action >View Form HTML where you can search each value:

When the Form Integration Details screen appears, look for these values and construct the string as follows:

 

  1. https://XXXX.t.eloqua.com/e/  > Action= from Eloqua’s Server
  • ?elqSiteId=0x0x0x0  > EMERSON’s Site ID within Eloqua
  • &elqFormName=19E_NA-en_AWR_EthanolBioRefining_1_FM_Blind > Form using Hidden Fields
  • &email=~~eloqua..type--emailfield..syntax--EmailAddress~~  > Field Merge                    
  • &btn=btn1_mass_balance > The name you created for the CTA you want to to track on the Landing Page

 

https://XXXXX.t.eloqua.com/e/f2?elqSiteId=x0x0x0x0&elqFormName=19E_NA-en_AWR_EthanolBioRefining_1_FM_Blind&button=btn1_mass_balance&email= ~~eloqua..type--emailfield..syntax--EmailAddress~~

 

As a best practice Do NOT use the & on any of the names/naming conventions.

 

3. Final step

Grab this link and put on the Landing Page on the CTA you want to track. In order to view this activity just review the form submission data where all the individual records will be found.

 

Commentary:

Putting together this guide, I saw all the videos found on the Oracle Training site regarding Acquisition Data. The reason I needed this is because we work with a lot of white papers and technical PDFs. As many people are behind the creation of these very important and detailed information, a need to understand better the channel specific traffic this information was generating, we wanted to get a hang of their Persona data. This fix helps towards that and broads our understanding of how they interact on this Libraries of landing pages while watching how they appear on each of their lifecycle stages.

We were looking for a solution for reporting the number of contacts qualifying for a given segment, and for monitoring segment growth over time.

 

The ‘Fundamentals of Segmentation’ ‘Program Canvas’ and ‘Insight - Advanced Criteria Functions’ were used to formulate a solution to this problem.

 

The solution chosen was to use a Program to write to the Contact Record—using the Program ‘Update Rules’ function.

 

Program canvas.jpg

 

Because the segmentation criteria are dynamic, meaning a contact can qualify for (or get disqualified from) the segment at any time, we had to re-evaluate the segment result regularly.  The ‘Re-evaluation Frequency’ setting on the segment icon in the Program was set to ‘1 Day(s)’ to achieve this.

re-evaluation.jpg

Each contact should be updated using with either a ‘Yes’ or ‘No’ value for the segment, at each re-evaluation.

 

To ensure all contacts receive a value of either ‘Yes’ or ‘No’, we created 2 versions of the segment;

  1. The ‘Engagement last 6 months’ segment was set up using Shared Filters.
  2. The ‘NO Engagement last 6 months’ is a version of the above the segment, using the same Shared Filters, but in this segment the Shared Filters are set as ‘exclude’ criteria. This segment has only one ‘include’ criteria which is ALL contacts in the database (email address not blank).

 

In this way, the ‘NO Engagement Last 6 months’ segment becomes the opposite of the ‘Engagement Last 6 months’ segment, and ALL contacts in the database receive either a ‘Yes’ or ‘No’ value.  Per the Eloqua Masters course, Shared Filters should be used with caution, because any update to a Shared Filter is reflected in every segment the filter is used, but in this case that is exactly the intention—changes to the criteria are reflected in both the ‘Engagement Last 6 months’ and ‘NO Engagement Last 6 months’ segments, at the same time.

 

Insight can be used to report on the custom field on the contact record. Custom fields can be found in the Contact / Attributes / Contact Custom Text subject area.

 

Insight report.jpg

 

Insight reports can be scheduled to run, for example monthly, and the result can be plotted over time.  This solution allows us to monitor growth of the segment over time.

 

In addition, having a single field on the contact record that reflects the multiple and complex segmentation criteria, means that building permutations and combinations of the original segment—segmenting using the custom field instead—is quick and easy.

Preface

In my current role as a Marketing Specialist, I work with a team that focuses on Product Alerts, Newsletters, Webinars, Events and Nurture campaigns. We work in a fast-past industry that is ever changing and we strive to be on the forefront of the newest strategy.

 

The Challenge

By looking for new strategies to test my campaign effectiveness, I stumbled upon A/B testing in topliners from people similar to me; looking for answers to simple questions, like these:

  1. What is the best time to send out a post event email?
  2. What time of day do people consume your newsletter most?
  3. If  the majority of time your customers open your emails on Desktop vs. Mobile view, which view should you make sure the email displays best in?

 

I wanted to focus on changing our mind from “I think” to “I know” by testing out different techniques for our email campaigns. One set of emails we send out often are for events. Now these events can be small trade shows that we have a booth at or a larger event that we may be sponsoring.

 

My company typically sends 3 email touches for the smaller events. This consists of:

  • Pre-Show Email
  • Day of Event Email
  • Post Show Email

 

I decided to run a test to see if sending out the post show email 3 days after an event vs. sending it a week after the event makes a difference in overall email performance.  In reality, I want to know if waiting for the event sponsor to send out the post show list is worth the wait, or if I should just use the scrubbed list from the pre-show send because it is just as efficient.

 

Hypothesis

My hypothesis is that sending the email out 3 days post event, will gain more traction and overall better email stats than sending it out 1 week later when we have the post event list.

 

In my mind, if we wait over a week to send a post show email, our customers/prospects will no longer make us a top priority because of the amount of time that had passed. Maybe they are going to another event next week and they forgot that they even stopped by our booth because we didn’t reach out to them sooner. Or maybe the post show list from the sponsored event didn’t have a large increase of contacts vs. the pre-show list making the delay in our email send pointless.

 

Below are a few of our mobile friendly event emails I am A/B testing.

2019-10-28_00-57-13.png

 

Results

After testing out my hypothesis, I found that sending out post show communications 3 days or less after an event yields a higher unique open and unique clickthrough rate than if I were to send a post-show email out 1 week or more following the event.

 

I went through the list of event campaigns and found the ones that were sent 3 days post event vs. 1 week post event. I then grabbed the average of the unique open rate and unique clickthrough rate to get total average of each test.

 

2019-10-28_02-24-48.png

 

By having a higher clickthrough rate, we have a potential to increase the number of demo requests which increases our chance to a potential sale. After finding out that the post-show email sent 3 days after yielded better, I thought of a few more things I could potentially test in the future. Such as:

 

  • Testing the length of post show email copy
  • Testing a text hyperlink vs a CTA button
  • Testing a logo vs imagery

 

Key Take-Away

Marketing your company is customizable to your needs. Just remember the strategy for your company may not be the same strategy for another. When seeing a result of an A/B test, don’t assume that it will work the same way for your company. You may have a different structure, or target audience.

 

The best thing to do, is test it out for yourself and see if this to will help you in your future event campaigns like it has helped mine.

 

Helpful Resources & Courses

Title: Strategic Eloqua Omni Channel Campaign implementation on Event A held in Abu Dhabi 2019

Goal: To acquire new customers, drive registrations and onsite conversions with increase in customer satisfaction (NPS – Net promoting Score)

Course: Oracle B2B

Benchmark: Increase in Event A Net Promoter Score with +20

Strategy:

No matter the increase of online pre-registered visitors if we are not able to bring them on the show floor. Our focuses efforts were to build Omni Channel campaigns with strategic content and data driven approach using 7 behaviours and sector/feature interests from pre-registration and survey data.

After analysis of 2017 and 2018 results, and following the critical situation we were into for Event A 2019 reaching -30% on pre-reg visitors one month prior the event, we decided to set up a task force meeting daily, first to go back to growth for pre-reg, and also to focus on conversion to make sure visitors will come to the event.

 

With Eloqua being a master tool for marketing automation, we are able to track customer interaction and behavior alongside a complete visitor cycle with 360o insight. To scope with our existing database structure with its complexity, we were successfully able to deploy the Campaigns – Newsletter, Acquisition, Retention, and Conversion, along with theses campaigns we also implement other features as below:

 

   1. “Eloqua Forms” for Lead generation –Eloqua forms into website to acquire new leads and have them to drive straight into the Acquisition campaigns based on the sector of interest (segmented).

       Eloqua Feature used: ELOQUA FORMS

 

  2. “LinkedIn Acquisition Campaigns” – Omni channel approach to be able to target the customer over different channel like LinkedIn

         Eloqua Feature used: LINKEDIN APP

 

3. “Gleaning Dashboard” – an innovation with conversion campaigns to be able to generate new leads via social connections.

       Eloqua Feature used: CDO Field Merge

      Gleanin is a referral-marketing platform designed to facilitate high-value social connections across the entire event registration experience and when integrated with Eloqua conversion campaigns, it has increased the possibility to reaching to new leads and achieved conversion          rate of 1.86%  with only just 2 email campaigns.

 

4. Data driven content strategy approach” – using 7 behaviors and sector/feature interests  

       The content for the conversion campaigns has been driven from the registration data, where the visitors have expressed their interest and main visit objective (7 behavior) – The right content to the right audience.

Example:

Visitors who have shown interest in the paid conferences were directed to upsell Eloqua campaign.

In the online registration form, one the key question is the 7 behaviors which defines the purpose of the visitors to attend the show and the content for conversion campaign is based on it. For eg. If visitors choose “Gather industry knowledge and learnings through talks or presentations”, then the content was more focused on forums, conference and industry insights.                                          

In the online form, they have to chose their main sector as well, for ex water, waste, energy, etc. This info has been taken into consideration to segment conversion campaigns, and highlight specific exhibitors/products from the sector, in addition to forum specific content.

               

5. “Omni Channel approach”

The campaigns were launched across all channels, SMS, social media and email campaigns along with website updates. This created a story and synchronization across all channels.

For email campaigns, integration has been done between Info Salons and Eloqua, to push the pre-registered visitors in conversion campaigns automatically, already split across the 6 main sectors of the event.

             

Results

 

Event A 2019 has delivered proven results with 51.45% of conversion rate, online (pre-reg & online registrations during the event days) to onsite attendees with growth of 8.25 pts compare to last edition (already 12 pts higher in 2018 versus 2017, so constant progression in 3 editions).

As a final impact, the combination of targeted acquisition campaigns with targeted and data driven conversion campaigns, Omni channel approach,  all driven by data and analysis, led to more visitors onsite and better quality of visitors, with a direct impact on exhibitor NPS, as EVENT A jumped from -1 to +22 as a cluster.

There is a, possibly apocryphal, story about the famous artist Pablo Picasso that highlights the efficiencies gained from practice and experience.

 

One day, as he was visiting a market, a woman stopped him and asked for a small drawing. He scribbled a quick piece of art, handed it back, and requested a million dollar fee. The woman, alarmed, exclaimed 'But it only took you thirty seconds!'. Picasso responded 'It took me thirty years to draw that masterpiece in thirty seconds!'.

 

Whether or not this exchange occurred, it speaks to the gains in efficiency, and improvement in skill, that develop when we invest in ourselves, and our craft. Education is just this, an investment in our ability to be better, faster, and more innovative in our daily lives. If you are looking for ways to justify an investment in an Oracle University Cloud Learning Subscription, consider the following:

 

Accreditations

The accreditations available within Oracle University help you showcase your knowledge and skills with opportunities to earn career-boosting, industry-recognized accreditations. Earning the badge allows you to demonstrate your knowledge and skill (either on LinkedIn, or in your email signature) and lets some teams ensure that new-hires know what they're doing when they get access to the tool.

 

Release-Based Training

SaaS applications are constantly changing. Features are being deprecated and new ones are being deployed. To stay on-top of these updates, and ensure you're utilizing them in the most strategic way, you can rely on the release-based learning paths that go-live at the same time as the product release.

 

Continuous Content

The learning subscription is dynamic, not static. New courses are being released nearly monthly, with consideration for the more advanced users. Whether you're interested in learning more about APIs for Modern Marketers, need help Designing Effective Emails, or need a deep-dive of RPL, our team is constantly working with experts to exceed your expectations.

 

Supportive Resources

Courses are supported with a number of additional features that enhance the educational experience, like:

  • On-Demand lab access to a sandbox environment
  • Searchable transcripts
  • Ask the Instructor feature, which routes questions to our team of experts
  • eKits
  • Quizzes
  • Progress tab of consumption history

 

Innovation in Education

We never want your training to feel dull or tired, so we are always investing in ways to bring heightened engagement and curate value. For example, our Expert Applied Learning Series includes courses developed by marketing consultants in the field.

 

There are stories of the success that education brings (like this, or that) - but why not see for yourself! Similar in cost to a trip to a conference, but with 24/7 access to a growing catalog, take a closer look at the new-and-improved CX Marketing learning subscriptions:

 

Marketing challenge

Our challenge is to find a process to create a streamlined event journey cycle for any event campaigns that can be executed seamlessly by Eloqua recruiters that host multiple events across the globe.

 

Goals

The goal is to use Eloqua to track, manage, and create event campaigns. The event campaign will:

  • Sync data and capture contacts from our CRM to Eloqua
  • track contacts throughout the campaign at different stages – invited, registered, attended
  • create automated emails to be associated with the event – event reminders, notifications, and thank you
  • Increase registration, attendance, and awareness

 

The solution

  • To automate this process, we took the following steps:
    1. Built a multi-step event campaign template
    2. Use ‘Add to Program Builder’ to sync campaign members to our CRM
    3. Use the ‘Wait’ step to trigger automated email notifications and reminders
    4. Use ‘External Activity’ to update the status of the contact to your CRM
    5. Create event templates to be associated with the campaign
  • The multi-step event template can be used for any type of event. Having the template can also allow users to customize when reminders and notifications should be sent to their contacts according to when their events will occur
  • We created a guideline and trained our Eloqua recruiters on how to use a multi-step campaign
  • It took a few weeks for everyone to understand the process, once we did a few test runs and held training sessions, the recruiters were able to use this strategy to increase event registrants, awareness, participation, and engagement

 

Screen Shot 2019-09-30 at 3.48.12 PM.png

 

Results

Having this multi-step event template has efficiently cut down time and saved manual work process that users otherwise would have to do each time they want to promote an event. By creating segment member lists, we were able to target different audience members that would be interested in attending our events. We also measured the success of the events by analyzing the email metrics, by promoting the event and sending out email reminders, more guests were registering to the events.

 

Having standardized process minimized user errors and it also made trouble shooting easier to identify, as we were able to find which step we got errors or got stuck on.

 

Having a solid foundation for event campaigns helped our team promote events across the globe, contacts were able to receive reminders at the right time (as we had contacts from all different time zones), and we were able to measure and track the stages of each contact during their event journey. it made a positive impact on the guests as they were getting proper notifications and communications.

 

Reflection

Currently we are using another platform to host our events, moving forward I think it would be more beneficial to use the forms in Eloqua so that it can be integrated into the multi-step campaign. We’d also like to be able to use the social sign on app for event registrations.

 

Resources use

Fundamentals of the Campaign Canvas

Measuring email deliverability

Marketing Challenge:

 

Due to an expansion on a new market, a new business unit had the requirement to set up an individual IP that should have been used for their own marketing activities.  The challenges were few:

  • Adding a new IP to the existing email backend configuration without impacting the current setup.
  • Warming the new IP according to the Deliverability best practices.
  • Educating the end users to utilize the new configuration.

 

Goal

Having the new IP warmed and the new business unit being able to use it for their next monthly marketing campaigns.

 

Solution

Adding a new IP to the existing email default configuration involved the intervention of the Oracle Operations team via a Support Service Request.  While the new IP was provisioned, the default From and Bounce back email address domain to be used by the new business unit were agreed.  The IT department configured the authentication keys (Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting & Conformance (DMARC) for the new domain, and the correct set up was tested by using the free-tool MXToolbox.

 

In addition to the above configuration an additional service ‘Oracle Eloqua Premium Branding and Configuration Cloud Service’ was required at a cost to allow IP routing.

 

As the new IP was provisioned in a cold state, a plan for IP warming was put in place.  First an analysis of the average of emails expected to be sent in the next month was done as this information would have influenced the IP warming plan and ramp-up process, we focused on the campaign volumes and the number of the ISP-hosted email addresses. We followed the advice for the warm-up schedule and ramp schedule contained in the document in Topliners – Global Deliverability group ‘Deliverability _IP Warm Up Guidance.pdf’ see images below:

 

IP_Warming.jpg

Ramp_Up.jpg

 

We started with low volume campaigns and did not sent any large campaign in the first three weeks, we targeted in our campaigns the most engaged recipients (most active contacts in the last 3 / 6 months).  As email assets we created emails avoiding complicated HTML code or a large number of images.

 

After each campaign launches we monitored the KPIs especially bounce rates (we wanted to be sure that they were as per the recommended rates of  less than 2% for the hard bounces and less than 3% for the soft bounces) plus the open rates and click-throughs rates.  To monitor these KPIs we used three Insight reports:

 

  • ‘Email Analysis By Email’ to check open rates, click-throughs and bounces rates metrics;
  • ‘Email Bounceback History with Messages’ to have a better understanding of the reasons of the hard and soft bounces;
  • ‘Email Unsubscribes Overview’ to monitor the SPAM unsubscribes for complaints.

 

During the warm-up period we made also use of Return Path's Sender Score to monitor the reputation of the new IP, however we relied more on the information we had from the Insight reports metrics to monitor the email deliverabilty.  The reason of this is that we were aware of the evolution in the industry that makes the reputation score as a single metric to evaluate a good or poor deliverability is outdated (for further information on this topic refer to the article in Topliners ‘The Demise of the Deliverability Reputation Score’).

 

Before starting the new IP warming a basic training was put in place remotely and with the help of a custom training guide with the purpose to educate the end users that would create future emails assets in choosing the correct settings for the emails to avoid impacting the deliverability of each business units and their respective IP addresses since they had multiple Bounceback Addresses and Virtual MTA to choose from, due to the IP routing.

 

Results:

At the end of the warm-up and ramp-up period each business unit was using their own IP for their marketing activities with no impact to the deliverability of the original brand.

 

Marketing Cloud courses useful for this project:

Introduction

The Company’s new establishment of an Inside Sales Team brought a host of process changes in regard to how we pass off marketing leads from Eloqua. Namely, creating a new way to hand off MQLs to Inside Sales before passing them off to Territory Managers. We had to reshape our existing lead routing and Salesforce integration programs to support this process change and learned a few things along the way.

 

The Marketing Challenge

The newly minted Inside Sales Team was trained up and ready to get started working leads. The problem was that with our existing integration between Eloqua and Salesforce, if a person responded to a marketing campaign that already had a record in Salesforce, we couldn’t reassign them to Inside Sales from the Territory Manager and disrupt their existing relationship.

 

Proposed Solution

We came up with a creative workaround: always create a new lead regardless of if the contact exists in Salesforce or not. This would provide us the freedom to assign MQLs to Inside Sales leading to faster follow up and qualification. The implication of this change, however, is that we would configure Eloqua to purposefully create duplicate records in Salesforce, which carries a large risk of dirtying data if not monitored closely. To combat the confusion of duplicate leads, we would pass the old Salesforce contact ID to a field on the lead record that would associate the lead with the existing contact and make it easy to toggle back and forth between the contact and associated lead.

 

The Build

First, we updated the lead routing program to always assign to Inside Sales using a new set of data lookup tools.

 

Then we created new integration program where we:

  • associated contacts with new leads
  • created a new lead
  • wiped the lead ID (to create a new campaign member)
  • created a campaign member
  • created new external calls (Using inside Sales Salesforce ID)
  • updated the new Inside Salesperson lead ID

 

Results and Lessons Learned

Implementing this change has certainly had some challenges. Knowingly creating duplicate leads in Salesforce becomes annoying when you have contacts completing forms multiple times. The key win is that the company now has faster lead follow up and better campaign attribution. The marketers work closely with Inside Sales to track leads coming in through their different campaigns, and have a better understanding of what efforts are working and what aren’t. Taking time to carefully document the process was an important factor and will be an advantage if we decide to switch back to the old model at some point in time. I would recommend that companies struggling with a similar lead routing issue take time to explore this method to see if it would be a good fit for their business and marketing to sales hand off.

Challenge

 

Event is organized in different cities and have five session, but all these should be in one landing page.  Challenge was to Mark event session full on Landing Page UI.

Marketers did not want to use Event module available in Eloqua which could have been very easy solution to let people know that Slots are full through emails, and they will be put in waiting list or can wait for upcoming events in near future at their location.

 

Instead Marketers wanted to show Slot full In Landing Page UI dropdown option. Like below highlighted with blue color and if submitter choose this (slot/session full) option form submission will not happen.

Screen Shot 2019-09-17 at 6.20.53 PM.png

Goal

Goal was to restrict form submission once session (Time slot) is full.  Also wanted people to know how soon the sessions are going full so get more genuine registrations.

Document your current state?

Initially started using “Send notification” Processing step in form to mark session full manually and empty the value of field by editing landing page manually each time slot is booked, but there was chance to have two submission if landing page is not edited instantaneously form is submitted.

 

Description of Solution

To automate this process, we decided to use different assets and functionality available in Eloqua.

  1. Form
  2. Landing Page
  3. CDO (Custom Data Objects)
  4. Web-data lookup

 

Also used some JavaScript code to make use of the assets and functionality available in Eloqua

 

Implementation Steps

  1. Form Created and one field to save “booked session” mapped with CDO
  2. One Unique code field to Identify submission for particular session also created in CDO

Created CDO to store only session data from registrants. And showing that CDO session data in landing page using web-data lookup. When landing page loads that web-data lookup will populate the session data and then we process into the UI using JavaScript code.

 

   

 

Form Image

Processing Step – Updated CDO From form data

Screen Shot 2019-09-18 at 12.07.15 AM.png

CDO Image 1

CDO Details

Screen Shot 2019-09-18 at 12.15.08 AM.pngScreen Shot 2019-09-18 at 12.44.21 AM.png

 

CDO Image 2

CDO Field mapping

 

 

Screen Shot 2019-09-18 at 12.44.21 AM.png

 

 

CDO Image 3 –

default value in CDO Contact Unique code.

Screen Shot 2019-09-18 at 12.15.58 AM.pngScreen Shot 2019-09-18 at 12.32.56 AM.png

 

Web-Data lookup

 

 

Screen Shot 2019-09-18 at 12.32.56 AM.png

 

Form field value

 

Screen Shot 2019-09-18 at 12.18.16 AM.png

 

Javascript code

Screen Shot 2019-09-18 at 12.18.41 AM.png

 

 

Which marketing cloud courses have directly influenced this campaign?

  1. Web -data lookup
  2. Custom Data Object.

 

How has this campaign impacted your business?

This helped Marketer to spend more time with one prospect which helped them to crack the deal in that meeting. This office hours campaign started with One city in Europe and now running in 10 cities successfully. 

Preface

In my current role as a Marketing Specialist, optimizing email communications is always at the fore-front. Whether it is an announcement, a notice, or a newsletter, we are constantly reviewing processes and identifying where we can improve.

 

The Challenge

Every year, my company holds an annual conference for the Yellow Network. Along with inviting attendees to simply attend the conference, we also offer sponsorship opportunities. The higher the cost of the sponsorship, the better the benefits. For example, if a contact signs up for a $5,000 opportunity they get more signage and recognition than someone who signed up for a smaller $1,000 opportunity. Our challenge was gaining sponsorships for the 2019 Yellow Network Conference.

 

The Solution

At the start of our campaign, our goal was to fulfill all seven sponsorship spots available. In-order-to reach out to our clients and let them know about this opportunity, we decided to do an email campaign.

The campaign included:

  • initial email invite for sponsorship
  • a landing page – sponsorship opportunities are listed (informational)
  • a landing page – includes form to select a sponsorship opportunity (includes form)
  • a landing page – confirmation for signing up to sponsor
  • a confirmation email

 

“YES” Path

When the assets were finalized, we decided we wanted to set up the campaign with reminders. A contact would receive the invite for sponsorship and then once a week for a duration of six weeks they would receive reminders. If they sign up for a sponsorship or did the “YES” path, we then placed them into a shared list, so that they would no longer receive these reminders.

See the above campaign canvas set up for reminder emails

 

 

“NO” Path

This then brought up the fact, that some people may not want to sponsor, so they would not need these reminders. In-order to resolve that, we decided to set up a “NO” path with a blind form submit. They would simply hit a button labeled “Regretfully Decline”, and then they would be moved to another shared list to ensure that they would no longer receive reminder emails.

 

See Blind Form Submit Code in the Web Address URL box. Creating a Blind Form submit may see daunting but only requires simple copy and pasting.

 

Results

For the 2019 Yellow Network Conference, we exceeded our goal of fulfilling all seven sponsorship spots available. We had 12 sponsorships purchased, which is an improvement when compared to 2018’s three sponsorships purchased! We attribute the 300% increase in sponsorships due to the setup of the reminder campaign and the simplicity of the blind form submit. By eliminating the uninterested contacts, we were able to better target and only reach out to interested contacts. Furthermore, the revenue made from 2019 was a total of $20,000 USD, compared to 2018’s $2,750 USD. That is a jaw dropping 627% increase in revenue over a year!

 

Take-Away

Going forward, I will continue to utilize reminder campaigns and use blind form submits where applicable. It is always hard to email contacts and ask them to not only to make a purchase, but to also fill out a form when they are not even interested. It is important to keep in mind the users experience when planning, and what occurs to them as they receive an email.

 

Helpful Resources

Fundamentals of Forms and Landing Pages

Fundamentals of the Campaign Canvas

Filter Blog

By date: By tag: